The performance of health and wellness soft drinks is likely to be highly polarised over the forecast period, with both positive and negative factors in play. On one side, increasing pressure on available income due to the inflation crisis is likely to influence purchasing decisions, especially in 2023 and 2024.
With consumers leading increasingly busy lives there will likely remain a strong demand for energy boosting soft drinks over the forecast period with category projected to increase at a 6% CAGR in retail volume terms. Over the forecast period, it is likely that the market will see more products that blur the category lines, such as juice-based energy drinks, and energy boosting RTD tea and carbonates.
Products which offer functionality or fortification will continue to increase in popularity, with their consumer base widening beyond consumers with specific health issues and sports lovers to people seeking to strengthen their metabolism and become generally more resilient to health problems. While energy boosting claims will likely remain the largest health claim within soft drinks over the forecast period it is expected that high fibre (a fortified/functional type of health and wellness attribute) soft drinks could see significant growth.
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Understand the latest market trends and future growth opportunities for the HW Soft Drinks industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Health and Wellness encompasses a number of key claims made on a food or drink products that suggest a health and/or wellness positioning. It comprises positionings relating to better for you, dietary and free from, fortified/functional, health benefit, natural and organic. This is the aggregation of the following categories; Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality drinks. For full product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Cooking Ingredients and Meals, Dairy Products and Alternatives, Snacks, Staple Foods, Hot Drinks, Soft Drinks. Please note that data is not available at this level or other aggregated claim levels.
See All of Our DefinitionsThis report originates from Passport, our HW Soft Drinks research and analysis database.
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